It is said that as a large company, it is very important to stabilize employee morale. In particular, joint venture brands in the automotive industry may be deprived of sales dominance by new forces if they do not have a firm will and the support of core values.
SAIC Volkswagen has done a good job in this regard, and he has skillfully stabilized the morale of employees by virtue of his deep understanding of the market. The ID. family models are selling well, and traditional fuel vehicles are constantly improving. In 2023, SAIC Volkswagen achieved outstanding sales performance with strong strength and continuous innovation, demonstrating its unique charm and competitiveness.
According to the latest data, SAIC Volkswagen's sales in 2023 will reach 1.215 million units, of which new energy vehicles will perform well, with sales exceeding 130,000 units, a year-on-year increase of 32%. In the past 12 months, SAIC Volkswagen's new energy sales exceeded 20,000 units, a year-on-year increase of 88.8%.
Judging from the chart, the companies behind it include Xiaopeng, Weilai, Leap, Nezha, Deep Blue, Extreme Krypton and other new power brands. With such sales performance, SAIC Volkswagen New Energy has also undisputed its entry into the mainstream electric vehicle market and has become a successful model for all joint venture brands.
At the same time, at the beginning of 2024, SAIC Volkswagen once again brought many surprises, such as the ID.3 and ID.4X's new models made a strong debut on the occasion of the New Year, the ID.3 added the fjord blue preferred by young people, and the ID.4X brought a limited-time starting price of 149,800 yuan. Coupled with the joint "gold" celebration launched by Chow Tai Fook, a well-known Chinese jewelry brand, SAIC Volkswagen in 2024 is already thriving.
So, how did SAIC Volkswagen maintain the morale of the military and tide over the difficulties in 2023 with a firm concept? This mystery is hidden in a nine-character policy.
Classic models support the façade, SAIC Volkswagen has a clear layout and long strategic depth
As we all know, SAIC Volkswagen's product lineup is very rich and the enterprise is huge. In the face of a volatile market, there will inevitably be some strategic deployments to ensure that the development of the enterprise will not deviate, and in 2023, the solution given by SAIC Volkswagen is to "promote oil vehicles, stabilize electric vehicles, and get on Audi".
This nine-character policy is not a slogan, but an effective measure to implement it.
For example, in the fuel vehicle market, SAIC Volkswagen's two classic models, the Lavida family and the Passat family, performed very well. Among them, the Lavida family sold more than 42,000 units in December and exceeded 350,000 units for the whole year, while the Passat continued its high growth momentum, with sales exceeding 20,000 units for four consecutive months and 200,000 units for the year.
In fact, fuel vehicles have always been the basic plate of SAIC Volkswagen, up to now, SAIC Volkswagen's user base has exceeded 27 million, and many people know the SAIC Volkswagen brand from fuel vehicles. The good news is that the proportion of young users of SAIC Volkswagen is increasing year by year, such as the popular ID. family, and now more than half of the post-80s and 90s users.
Therefore, at the product level, SAIC Volkswagen also hopes to meet the needs of consumers with more diversified designs. For example, the Lavida family and the Passat have prepared a double front face shape, the classic version is atmospheric, and the starry version is fashionable, so consumers of all ages can find a style that suits them.
In addition, the SUV family, as the signboard of SAIC Volkswagen, has now exceeded 4.2 million users, and the classic phrase "buy a double does not pay, unless you buy a Tiguan" has also become a stalk that consumers talk about.
The angry sea is natural, and Weiran proves the quality with strength
SAIC Volkswagen's product lineup also has a slightly unpopular product power but very good model, that is, Weiran, which is positioned as a medium and large MPV. As the "mobile castle" of the family, MPV is indispensable for quality, safety and reliability. In 2023, Weiran set out from Shanghai and crossed the entire Chinese continent to start a long-distance test.
The event started from the SAIC Volkswagen Quality Assurance Center in Anting, Shanghai, and set up a matching center, a precision testing room, a vehicle audit area, a vehicle testing center, a quality assurance laboratory, a storage area and a vehicle analysis workshop. Here will test the quality and stability of Weiran, which has just come off the production line, in every link to ensure that users can open and sit at ease.
In mid-December, Weiran's long-distance test activity officially ended in Urumqi, and the Weiran team crossed five provinces and seven cities, challenging the highest altitude difference of 4,000 meters, and also experienced a variety of extreme weather and complex road conditions.
As the oldest joint venture brand, SAIC Volkswagen is well aware of the real needs of Chinese consumers for vehicles, so it has integrated the concept of "In China for China" into product manufacturing and quality. At the product level, SAIC Volkswagen has continued the global standard, does not discriminate, and has created many high-quality and guaranteed "national god cars" in the past 40 years.
When it comes to MPVs, the SAIC Volkswagen ID. family is likely to usher in a new partner in the future, which is the ID.Buzz that has exploded overseas. As a replica of the Volkswagen T1 van, this car completely grasps the current young people in terms of appearance. Together with Weiran, it will once again expand SAIC Volkswagen's MPV family.
Modify to play with new ideas, young to be "presumptuous"
If Weiran is created by SAIC Volkswagen for "IKEA", then exploring more diversified modification services is a "gift" for young people.
In fact, the demand of contemporary young people for vehicle modification is increasing day by day, and the official modification service of car companies has become a ray of light for young people's dreams.
At present, SAIC Volkswagen has launched a number of modification services, taking the ID. family as an example, the modified products adapted to the ID.3 include body color change film, body painting, starry sky canopy film, digital key, central armrest box, illuminated three-piece set, electric tailgate, streaming media rearview mirror, reversing image and so on. The ID.4X can also be upgraded with the center tunnel to add rear air vents and armrests.
Not only do these parts enjoy the same quality as the original parts, but they are also reassuring in terms of after-sales warranty. Considering that consumers will drive a car for at least a few years, it will always be more reassuring to choose the original modification service than the analogue. In particular, SAIC Volkswagen also has 1500+ million car owners, and the modification business can maximize the advantages of the base.
Since 2022, SAIC Volkswagen has begun to explore the modified car business and has successfully held a number of modified marketing activities, which have been warmly welcomed by consumers. For example, SAIC Volkswagen has established two complete modification ecosystems, including the online SAIC Volkswagen Super APP and the offline 200 modification and customization centers.
In the future, SAIC Volkswagen's modification business will be further expanded, bringing new development opportunities to more dealers. When young people see SAIC Volkswagen, which is so fashionable and trendy, their impression of it will naturally change greatly. The ID. family has become the most customized electric vehicle family at present, and its market performance is bound to be highly anticipated. I believe that in the future, SAIC Volkswagen will be able to achieve better results!